January 16, 2014

"All Business" - Softening the language of capitalism

Those of us who primarily telecommute with our global clients quickly got it that the game has become "all business." Forget any semblance of a relationship. We only know that our work has been satisfactory if those clients in Australia or Canada use our services again.

So, the enterprising among us communicators have identified a new niche in how we can position and package our services. That will be about how to soften the language of current capitalism. The objective is to increase the profits and enhance the brandname of those who verbally connect in a human way.

The antithesis is putting Dickensian personas out there. As we know, Charles Dickens knew just the right language to showcase the abuses of the Industrial Age. Current capitalists have to become equally shrewd about creating human conversations.

Not easy, given the residue of 20th century corporatese. The hospitality player I assisted insisted it put a "smile in its voice." Yet, the script its front lines on the phone had to deliver was verbose and not useful to customers who were dead tired and just wanted a bunk, meal and reliable Internet access. They were reluctant to toss the script.

Another example are two entrepreneurs in New England. They wanted to tell their story about how they overhauled how they manage employees. Yet, they were clueless how to engage. They only knew the language of business. They were unwilling to learn having a conversation as a second language.

So, how can businesses begin to present themselves as less all business? That begins with listening. Just open their ears. That's why Bill de Blasio takes the subway in New York. That's why Hillary Clinton began her U.S. Senate career on a listening tour.

The next critical step is observe how those in the front lines in the helping professions comport themselves, in all languages ranging from words to facial expressions. Graft on what could be a good fit.